Tourism's success in the years ahead depends in large part on its acceptance by host communities. This article examines three distinct patterns of community attitudes toward major festivals or hallmark events, an important segment of the visitor industry. Implications are drawn for both investors and community planners.
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References
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David A. Heenan and Howard V. Perlmutter, Multinational Organization Development: A Social Architectural Approach (Reading, Mass.: Addison-Wesley Publishing Company, forthcoming 1978), Chapter 1.
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J.R. Brent Ritchie and Donald Belineau, "Hallmark Events: An Evaluation of a Strategic Response to Seasonality in the Travel Market,"Journal of Travel Research, Vol. 12, No. 2 (Fall, 1974), pp. 14-20.
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Louis T. Wells , Jr."Social Cost/Benefit Analysis for MNCs,"Harvard Business Review, Vol. 53, No. 2 (March-April, 1975), pp. 40-50.
